Succeed in 2016 with LinkedIn: Rethink Marketing
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Transcript of Succeed in 2016 with LinkedIn: Rethink Marketing
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@LinkedInMktg
Succeed in 2016 with LinkedIn
Keith Richey Director, Global Marketing January 6, 2016
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How to Engage with Us
Got a question? Submit it in the Webex Q&A box
Recorded? Of course!
Feedback? Survey will be available at the end of the Webinar
Follow us: Twitter: @LinkedInMktg LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
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@LinkedInMktg
What success looks like now
Our team’s approach
Buyer evolution
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@LinkedInMktg
10Pieces of content
are consumed before a purchasing decision
is made
90%Before customersreach out directly
It’s a challenging world
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Source: Zero Moment of Truth Study, Google
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@LinkedInMktg
Relevant content is the answer.
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@LinkedInMktg
41%
of online ads reach the wrong audience*
60-70% Content goes unread**
*Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.
The challenge remains Reach the right people and convert high quality prospects
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@LinkedInMktg
Reach only the right people
Deliver highly relevant content in the right channel
Acquire new customers
Imagine if the funnel worked like it should
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@LinkedInMktg
Display
Sponsored Updates
Sponsored InMail
Full-funnel analytics
& reporting
products that impactevery stage of your funnel and get results
The only full-funnel professional platform
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@LinkedInMktgPeers
1MM+ posts/wk in Groups130k/wk Member Posts
News2MM+ Publishers
LinkedIn Pulse
Brands7MM+ Company Pages
Company Updates 18MM+ Slideshares
Elevate
Education270k+ Lynda videos
Professional Publishing Platform
Thought Leaders500+ Influencers
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@LinkedInMktg
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
400M+
200K+Professionals
join daily
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@LinkedInMktg
Connections
Company Industry
Size
Skills
GenderEducation
Geo
Groups
Standardizedjob titles
SeniorityFunction
Occupation
Powered by rich first-party data
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@LinkedInMktg
Who would you like to reach?
Available Targeting Facets
Company Name, Industry, Size
Job Title, Function, Seniority
Member SkillsSchools, Degree, Field of
StudyGroups
Gender & Age
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@LinkedInMktg
What success looks like now
Our team’s approach
Buyer evolution
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@LinkedInMktg
Build thought leadership
Generate leads
Generate awareness
Success with three objectives
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• Target professionals who live in target cities along key routes
• Identify members who belong to LinkedIn groups related to business travel in Asia “We knew we needed to advertise where business people – and
especially the business travelers – are going to be. They’re on LinkedIn.”
Dennis Owen, VP Marketing Americas, Cathay Pacific Airways
Generate product awareness
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@LinkedInMktg
LinkedIn Onsite Display Reach a professional audience in a premium context
Target LinkedIn members with accuracy based on the professional member profile, including audience segments unique to LinkedIn.
Reach your audience in the high-quality context of the LinkedIn desktop experience
Deploy a variety of formats from IAB standard ads to highly engaging native formats
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@LinkedInMktg
“LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.”
Andrew HahnSenior Manager of Online Marketing, MarketShare
Sharing content to raise awareness
Average clickthrough rates of 0.10% - double MarketShare’s expectations
Campaign acquires leads in new verticals
High-quality leads are engaged and move further down the sales funnel
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@LinkedInMktg
Build thought leadership
Generate leads
Generate awareness
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@LinkedInMktg
After exposure to Adobe’s Sponsored Updates, marketing decision makers were:
• 50% more likely to agree that “Adobe is shaping the future of digital marketing”
• 79% more likely to agree that “Adobe can help me optimize my media spend”
“With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel.”
Maria Poveromo, Senior Director, PR, AR, and Social Media, Adobe
Build thought leadership
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@LinkedInMktg
Deliver rich content in the LinkedIn feed across all devicesLinkedIn Sponsored Updates
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@LinkedInMktg
Address your audience directly, ask them questions
Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics
Type of content: Snack-able content, Lists,valuable industry insights
Be Concise: Keep your intro to 140 characters
Anatomy of an effective Sponsored Update
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@LinkedInMktg
Getting started on Sponsored Updates is as Easy as 1-2-3
Company Page
1. Create a Company Page and/ or Showcase Page
Campaign
1. Assign Company Page Admin who will post content
2. Designate your Campaign Manager(s)
Content
1. Organize your Content
2. Outline an Editorial Calendar
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@LinkedInMktg
23
Your company website is a great place to start leveraging content for Sponsored Updates
SpecificsWhere to look What to look for
CompanyWebsite
Company BlogRelevant ContentEngaging ImagesCadence
Company ResourcesVideosWhitepapersOther Destinations
‘About Us’ Section Promoting other Social Media Channels
PR/NewsSection Company AnnouncementsIndustry news
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@LinkedInMktg
With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page
Personalize
Test
Control
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@LinkedInMktg
Test and optimize your reach to the right audience with the right message
66%higher CTR
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Sponsored Updates best practices
1. Include a visual
2. Keep it short & sweet
3. Snackable stats work wonders
4. Variety is the spice of life
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@LinkedInMktg
Build thought leadership
Generate leads
Generate awareness
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@LinkedInMktg
Generate leads• 4x lower cost per lead compared to
search advertising• 3x lower cost per click compared to
search advertising• 2.5x growth in Company Page
followers “With Sponsored Updates, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.”
Rick Schultz, Senior VP of Marketing, Alteryx
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@LinkedInMktg
Get the attention of your highest-value audiences with personalized targeted messages on LinkedIn
LinkedIn Sponsored InMail
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@LinkedInMktg
Mobile design optimized for clicks:Persistent call to action button while user scrolls and easy to read formatting
Real-time delivery eliminates waste: Sponsored InMail messages are only delivered when members are on LinkedIn
Uncluttered professional context: With strict delivery frequency caps your message gets maximum mindshare
Flexibility to personalize your content: Send a personalized message that will resonate most with your target audience
Unique Product, Uncluttered Environment and Effective Results
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@LinkedInMktg
Generate leads• Open rate of 48% using Sponsored
InMail, with response rate 11x better than other social channels
• Cost per lead 73% lower than other social channels
• Clickthrough on Sponsored Updates 4x LinkedIn benchmarks
“With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.”
Brett Chester, Vice President of Online Marketing, Replicon
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@LinkedInMktg
“In just one LinkedIn campaign, we nearly reached our annual membership goal.”
Michael Voss, Director of Brand Management, International Coach Federation
• 1,899 new members enrolled• Total revenue from new members:
$465,000 – campaign ROI of 1,761%• 45% open rate for Sponsored InMail,
4.6% CTR• Sponsored Updates engagement
2X LinkedIn benchmarks
Generate leads
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@LinkedInMktg
Consider the context of your message and the member’s experienceYour Campaign’s Impact Starts with the Preview
Limit the subject & description lines to3-8 words
Include a clear call to action or benefit in the subject
Content, context and call to action determines whether sender is company or an individual
Inbox preview should be consistent with the message and landing page
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@LinkedInMktg
On Average 30-40% of Opens Happen on Mobile
Keep the message short and concise to avoid overwhelming the member with content(under 1200 characters)
Include a clickable link in the message body helpsto get a higher CTR on mobile
Avoid using too much formatting and spacing.Plain text and up to 3 bullets works best
Make sure your landing page is mobile responsive and build your form to only capture information you need
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@LinkedInMktg
Sponsored InMail best practices
1. Use targeting on LinkedIn to deliver the right message to the right person at the right time
2. Create a compelling inbox preview to drive opens
3. Develop personalized content that helps, vs strictly sells
4. Optimize your content for mobile engagement
5. Create a simple landing page with clear conversion path
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@LinkedInMktg
What success looks like now
Our team’s approach
Buyer evolution
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@LinkedInMktg
Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Our success metrics
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@LinkedInMktg
Content is core
EVENTS
CAMPAIGNSSOCIAL +ONLINE
CONTENT
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@LinkedInMktg
Not more content, more relevant content
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@LinkedInMktg
Big Rock content fuels performance
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@LinkedInMktg
Extend the mileage with ‘turkey slices’
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@LinkedInMktg
Driving leads with content
MQL
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
NurtureNo Yes
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@LinkedInMktg
LinkedIn Showcase Page as key content hub
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@LinkedInMktg
Customer engagement
Quality traffic
High quality leads – 30% of leads in any quarter
Sponsored Updates drive results
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@LinkedInMktg
Sponsored Updates + Onsite Display = more leads
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@LinkedInMktg
Sponsored InMail outperforms traditional email
24.61% Open Rate0.74% CTR
41.75% Open Rate8.71% CTR
Traditional Email Sponsored InMail
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@LinkedInMktg
Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Success metrics
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@LinkedInMktg
Measurement for Success:
• Quality Traffic – 72% Manager+
• Engagement – 24X blog visitors YOY
• MQLs – 68% of MQLs from content
• Pipeline – 35% new biz from marketing
Success metrics
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@LinkedInMktg
Thank You!